Aligning with certain sport, cultural, charity or entertainment events and programs can be an effective, targeted and sometimes more cost effective method of reaching out to consumers. As part of this, consumer activation has long been a key leverage activity for brands looking to get the most out of their sponsorship properties. However in recent years, sponsorship leveraging has expanded on this, with many brands developing activations that stretch well beyond at the event, into the world of social media.
Brands have identified the impact activations can have when not only experienced by those participating but shared amongst their friends and beyond. Below are some case studies of some activations that have successfully integrated social media as part of their sponsorship leverage programs.
The Coca Cola Village
As recently reported on digital buzz, Coca Cola ran a very successful experiential event inIsraelwith the integration of facebook. Across three days, thousands of teens attended the Coca Cola Village, a fun and exciting space with all sorts of entertainment including sporting activities, music and general fun in the sun. All attendees were issued with a wristband which securely contained their facebook login and password details. Once inside, every time they went on to a new activity, they scanned their wristband which instantly updated their status to tell their friends whatever it was they were doing. Additionally, attendees could automatically tag themselves in photos using their wristband.
Over 100,000 status updates on facebook – all generated from an event that only had 1950 attendees!
adidas all in challenge
Early in 2011, adidas launched a huge marketing campaign…adidas is all in. As part of it, they created the adidas all in challenge, which saw six teams of three battle it out to win an amazing prize, including a trip to LA to see Katy Perry and the LA Galaxy. The teams battled across Aussie Rules, skateboarding, basketball, football, dance and art for 60-hours non-stop and accrued the most ‘likes’ on their facebook team profile page to win the grand prize. With three teams remaining at the end of 60 hours, it came down to the number of facebook likes each team had received for their team on the facebook fan page resulting in significant traffic on facebook for the campaign.
15,000 facebook ‘likes’ and numerous celebrity tweets from adidas ambassadors.
I would love to hear YOUR thoughts on these two activations – did you like it…? Do you think they could have been done better?